Once an industry that used to speak almost entirely to serious male athletes aged 15 to 35 now courts older customers, female customers, casual athletes, and other consumers looking for products to boost their health. Today, the sports nutrition trends are not only being driven by competitive athletes, but people from all walks of life who are becoming increasingly active and health conscious. A 2020 survey by FMCG Gurus indicated that six in 10 global consumers looked to improve their overall health and had exercised more in the past 2 years. Consumers are increasingly focused on personal health and lifestyle issues, especially weight loss and maintenance through both diet and exercise. In North America, two in three consumers indicated they had reduced time being inactive.1
These healthy lifestyle trends have opened up opportunities for the sports nutrition industry, which is geared towards helping people use nutrition supplements to achieve peak performance potential. The business is now focused on improving nutritional intake for both athletes and casual exercisers to boost not only performance, endurance, and muscle growth, but also general health and well-being. As a result, consumer demand is growing for performance food and beverage products. Here are some valuable insights that can help food and beverage manufacturers capitalize on these trends.
How Is the Market Changing?
While the perception is that young, male athletes and bodybuilders make up the base market for sports nutrition products, the industry is evolving from one that serves niche athletes to one geared for a wider range of consumers.
One of the factors driving these changes in the market is the aging of the global baby boomer population. Born between 1946 and 1964, boomers are now between 57 and 72 years old and they’re reshaping the older population. Boomers — and there are a lot of them — are getting older and beginning to retire, but they still want to live active, long, and healthy lives. Unlike their predecessors, boomers are inclined to include fitness activities in their daily lives well past middle age. As a result, they’re looking for convenience products that can help boost their energy, maintain youthfulness, and prevent injuries.
Bone, joint, immunity, and muscle health and maintenance are top concerns for this group. These concerns, in particular, are driving them to seek products that are high in protein and designed to boost bone and joint health and prevent muscle deterioration.